Thank you for agreeing to participate in this survey! We are a group of researchersfrom the University of Michigan conducting a survey on consumer purchasing habits.Your responses will remain completely anonymous. This survey should take less than10 minutes to complete. If you have any questions about the survey, please [email protected]. Thank you for your time.
Consumer Market Research Survey
Part One (of Four)
1 Who is the primary grocery shopper in your household? (Please check onebox)
YourselfA
Spouse/Significant OtherB
ParentC
D Other (please specify)
2 How many times did you go grocery shopping within the last two weeks?(Please check one box)
More than 54 - 52 - 310
3 At what type of store do you usually do your grocery shopping? (Please checkone)
Natural/Organic food store (can be local/independently-owned or chainstores such as Whole Foods)
Chain supermarket (Kroger, Albertson's, etc.)
Mass merchandiser (Super Wal-Mart, Super Target, etc.)
Local/independently-owned grocer (not a natural/organic food store)
Other (please specify)
Consumer Market Research Survey
4 Besides yourself, which of the following groups of people influence yourpurchasing decisions? (Check all that apply)
Spouse or significant other
Children
Other family members
Friends
Colleagues
None
Other (please specify):
5 As a grocery shopper, please rate how important the following issues are ona scale of 1 to 7. If you do not know or have no opinion, please select "Noopinion".
Very Unimportant
Neutral
Very Important
Don't Know/No Opinion
Price 1
Product Availability 2
Package Size 3
Environmental Friendliness of Product/Company 4
Brand 5
Social Responsibility of Manufacturer 6
Where the Product is Made 7
Quality of Product 8
Consumer Market Research Survey
6 To keep the number of questions that we ask you to a minimum, we would liketo use the day of the month that you were born to "randomize" the questions.For example, if you were born on March 12, then select answer 4, which contains"12th".
1st, 5th, 9th, 13th, 17th, 21st, 25th, 29thA
2nd, 6th, 10th, 14th, 18th, 22nd, 26th, 30thB
3rd, 7th, 11th, 15th, 19th, 23th, 27th, 31stC
4th, 8th, 12th, 16th, 20th, 24th, 28thD
If 6 = 1st, 5th, 9th, 13th, 17th, 21st, 25th, 29th then skip ahead to 1.If 6 = 2nd, 6th, 10th, 14th, 18th, 22nd, 26th, 30th then skip ahead to 1.If 6 = 3rd, 7th, 11th, 15th, 19th, 23th, 27th, 31st then skip ahead to 1.If 6 = 4th, 8th, 12th, 16th, 20th, 24th, 28th then skip ahead to 1.
Consumer Market Research Survey
Part Two (of Four)
In the next three questions, you will be presented with four different products. Basedon the descriptions provided, please estimate, to the best of your ability, the price thatyou would expect to pay for each of the following products.
1 Coffee-- One pound (16 oz.) package -- Columbian, dark roast-- 100%environmentally-friendly manufacturing-- Ground, French press grindThe retailprice of this product is in the range of $5 - $15
Your estimated price
Do not include dollar ($) sign. Decimals are allowed.
2 T-shirt-- Long-sleeve, rib-knit neck and cuffs-- 100% cotton-- 5.8 oz. combedcotton jersey-- Pre-washed-- Smooth taped neck seam-- Imported fromMalaysiaThe retail price of this product is in the range of $15 - $50
Your estimated price
Do not include dollar ($) sign. Decimals are allowed.
Consumer Market Research Survey
3 Shampoo-- 400 mL size-- Natural fragrance – no chemicals added-- 100%biodegradable ingredients-- Made in USAThe retail price of this product is in therange of $1 - $10
Do not include dollar ($) sign. Decimals are allowed.
Your estimated price
4 How familiar are you with this type of product, especially about productdescriptions and pricing information? (Please choose one for each product type)
Extremely familiar
Somewhat familiar
Not at all familiar
Coffee 1
T-shirt 2
Shampoo 3
Consumer Market Research Survey
Part Three (of Four)
In the next three questions you will be asked to estimate the retail price of threeadditional products. Along with product descriptions, each product will also include arating for the company that manufactures the item. These ratings are based on Co-OpAmerica, a national, non-profit organization that provides tools and analysis on socialand envionmental issues of potential concern or interest to consumers. The ratingssystem is as follows: Green - Reserved for companies that have passed an intensivescreening process and/or are clearly on the cutting edge socially and/orenvironmentally Grey - Profile lists few if any negative social/environmental issuesYellow - Profile includes some negative issues that many consumers may haveconcerns about Red - Profile indicates serious problems and/or patterns of significantnegative behaviors
1 Detergent-- Hypo-allergenic-- Formulated without perfumes and dyes--Non-toxic-- Biodegradable-- No enzymes-- 100 fl. oz.Co-Op America companyrating: Green The retail price of this product is in the range of $4 - $10
1 Your estimated price
1
Do not include dollar ($) sign. Decimals are allowed.A
Consumer Market Research Survey
2 Mixed fruit juice-- 15 fl. oz.-- Premium mixed fruit juice-- Excellent source ofVitamin CCo-Op America company rating: Red The retail price of this productis in the range of $1 - $5
1 Your estimated price
1
Do not include dollar ($) sign. Decimals are allowed.A
3 Household cleaner-- Safely cleans even tough, greasy dirt-- No rinsing required--For vinyl, ceramic and finished wood floors-- Lasts about 2-3 months undernormal useCo-Op America company rating: Yellow The retail price of thisproduct is in the range of $1 - $7
1 Your estimated price
1
Do not include dollar ($) sign. Decimals are allowed.A
Consumer Market Research Survey
4 How familiar are you with this type of product, especially about productdescriptions and pricing information? (Please choose one for each product type)
Extremely familiar
Somewhat familiar
Not at all familiar
Detergent 1
Fruit juice 2
Household cleaner 3
If 4.1 = Extremely familiar then skip ahead to 1.If 4.1 does not = Extremely familiar then skip ahead to 1.
Consumer Market Research Survey
Part Two (of Four)
In the next three questions, you will be presented with four different products. Basedon the descriptions provided, please estimate, to the best of your ability, the price thatyou would expect to pay for each of the following products.
1 Coffee-- One pound (16 oz.) package -- Columbian, dark roast-- Ground, Frenchpress grindThe retail price of this product is in the range of $5 - $15
1 Your estimated price
1
Do not include dollar ($) sign. Decimals are allowed.A
2 T-shirt-- Long-sleeve, rib-knit neck and cuffs-- 100% organic cotton-- 5.8 oz.combed cotton jersey-- Pre-washed-- Smooth taped neck seam-- Imported fromMalaysiaThe retail price of this product is in the range of $15 - $50
1 Your estimated price
1
Do not include dollar ($) sign. Decimals are allowed.A
Consumer Market Research Survey
3 Shampoo-- 400 mL size-- Natural fragrance – no chemicals added-- 100%biodegradable ingredients-- Made in USAThe retail price of this product is in therange of $1 - $10
1 Your estimated price
1
Do not include dollar ($) sign. Decimals are allowed.A
4 How familiar are you with this type of product, especially about productdescriptions and pricing information? (Please choose one for each product type)
Extremely familiar
Somewhat familiar
Not at all familiar
Coffee 1
T-shirt 2
Shampoo 3
Consumer Market Research Survey
Part Three (of Four)
In the next three questions you will be asked to estimate the retail price of threeadditional products. Along with product descriptions, each product will also include arating for the company that manufactures the item. These ratings are based on Co-OpAmerica, a national, non-profit organization that provides tools and analysis on socialand envionmental issues of potential concern or interest to consumers. The ratingssystem is as follows: Green - Reserved for companies that have passed an intensivescreening process and/or are clearly on the cutting edge socially and/orenvironmentally Grey - Profile lists few if any negative social/environmental issuesYellow - Profile includes some negative issues that many consumers may haveconcerns about Red - Profile indicates serious problems and/or patterns of significantnegative behaviors
1 Detergent-- Hypo-allergenic-- Formulated without perfumes and dyes--Non-toxic-- Biodegradable-- No enzymes-- 100 fl. oz.Co-Op America companyrating: Grey The retail price of this product is in the range of $4 - $10
1 Your estimated price
1
Do not include dollar ($) sign. Decimals are allowed.A
Consumer Market Research Survey
2 Mixed fruit juice-- 15 fl. oz.-- Premium mixed fruit juice-- Excellent source ofVitamin CCo-Op America company rating: Green The retail price of this productis in the range of $1 - $5
1 Your estimated price
1
Do not include dollar ($) sign. Decimals are allowed.A
3 Household cleaner-- Safely cleans even tough, greasy dirt-- No rinsing required--For vinyl, ceramic and finished wood floors-- Lasts about 2-3 months undernormal useCo-Op America company rating: Red The retail price of this productis in the range of $1 - $7
1 Your estimated price
1
Do not include dollar ($) sign. Decimals are allowed.A
Consumer Market Research Survey
4 How familiar are you with this type of product, especially about productdescriptions and pricing information? (Please choose one for each product type)
Extremely familiar
Somewhat familiar
Not at all familiar
Detergent 1
Fruit juice 2
Household cleaner 3
If 4.1 = Extremely familiar then skip ahead to 1.If 4.1 does not = Extremely familiar then skip ahead to 1.
Consumer Market Research Survey
Part Two (of Four)
In the next three questions, you will be presented with four different products. Basedon the descriptions provided, please estimate, to the best of your ability, the price thatyou would expect to pay for each of the following products.
1 Coffee-- One pound (16 oz.) package -- Columbian, dark roast-- 100%environmentally-friendly manufacturing-- Ground, French press grindThe retailprice of this product is in the range of $5 - $15
1 Your estimated price
1
Do not include dollar ($) sign. Decimals are allowed.A
2 T-shirt-- Long-sleeve, rib-knit neck and cuffs-- 100% cotton-- 5.8 oz. combedcotton jersey-- Pre-washed-- Smooth taped neck seam-- Imported fromMalaysiaThe retail price of this product is in the range of $15 - $50
1 Your estimated price
1
Do not include dollar ($) sign. Decimals are allowed.A
Consumer Market Research Survey
3 Shampoo-- 400 mL size -- Balancing formula-- Floral scent-- Made in USA Theretail price of this product is in the range of $1 - $10
1 Your estimated price
1
Do not include dollar ($) sign. Decimals are allowed.A
4 How familiar are you with this type of product, especially about productdescriptions and pricing information? (Please choose one for each product type)
Extremely familiar
Somewhat familiar
Not at all familiar
Coffee 1
T-shirt 2
Shampoo 3
Consumer Market Research Survey
Part Three (of Four)
In the next three questions you will be asked to estimate the retail price of threeadditional products. Along with product descriptions, each product will also include arating for the company that manufactures the item. These ratings are based on Co-OpAmerica, a national, non-profit organization that provides tools and analysis on socialand envionmental issues of potential concern or interest to consumers. The ratingssystem is as follows: Green - Reserved for companies that have passed an intensivescreening process and/or are clearly on the cutting edge socially and/orenvironmentally Grey - Profile lists few if any negative social/environmental issuesYellow - Profile includes some negative issues that many consumers may haveconcerns about Red - Profile indicates serious problems and/or patterns of significantnegative behaviors
1 Detergent-- Hypo-allergenic-- Formulated without perfumes and dyes--Non-toxic-- Biodegradable-- No enzymes-- 100 fl. oz.Co-Op America companyrating: Yellow The retail price of this product is in the range of $4 - $10
1 Your estimated price
1
Do not include dollar ($) sign. Decimals are allowed.A
Consumer Market Research Survey
2 Mixed fruit juice-- 15 fl. oz.-- Premium mixed fruit juice-- Excellent source ofVitamin CCo-Op America company rating: Grey The retail price of this productis in the range of $1 - $5
1 Your estimated price
1
Do not include dollar ($) sign. Decimals are allowed.A
3 Household cleaner-- Safely cleans even tough, greasy dirt-- No rinsing required--For vinyl, ceramic and finished wood floors-- Lasts about 2-3 months undernormal useCo-Op America company rating: Green The retail price of thisproduct is in the range of $1 - $7
1 Your estimated price
1
Do not include dollar ($) sign. Decimals are allowed.A
Consumer Market Research Survey
4 How familiar are you with this type of product, especially about productdescriptions and pricing information? (Please choose one for each product type)
Extremely familiar
Somewhat familiar
Not at all familiar
Detergent 1
Fruit juice 2
Household cleaner 3
If 4.1 = Extremely familiar then skip ahead to 1.If 4.1 does not = Extremely familiar then skip ahead to 1.
Consumer Market Research Survey
Part Two (of Four)
In the next three questions, you will be presented with four different products. Basedon the descriptions provided, please estimate, to the best of your ability, the price thatyou would expect to pay for each of the following products.
1 Coffee-- One pound (16 oz.) package -- Columbian, dark roast-- Ground, Frenchpress grindThe retail price of this product is in the range of $5 - $15
1 Your estimated price
1
Do not include dollar ($) sign. Decimals are allowed.A
2 T-shirt-- Long-sleeve, rib-knit neck and cuffs-- 100% organic cotton-- 5.8 oz.combed cotton jersey-- Pre-washed-- Smooth taped neck seam-- Imported fromMalaysiaThe retail price of this product is in the range of $15 - $50
1 Your estimated price
1
Do not include dollar ($) sign. Decimals are allowed.A
Consumer Market Research Survey
3 Shampoo-- 400 mL size -- Balancing formula-- Floral scent-- Made in USA Theretail price of this product is in the range of $1 - $10
1 Your estimated price
1
Do not include dollar ($) sign. Decimals are allowed.A
4 How familiar are you with this type of product, especially about productdescriptions and pricing information? (Please choose one for each product type)
Extremely familiar
Somewhat familiar
Not at all familiar
Coffee 1
T-shirt 2
Shampoo 3
Consumer Market Research Survey
Part Three (of Four)
In the next three questions you will be asked to estimate the retail price of threeadditional products. Along with product descriptions, each product will also include arating for the company that manufactures the item. These ratings are based on Co-OpAmerica, a national, non-profit organization that provides tools and analysis on socialand envionmental issues of potential concern or interest to consumers. The ratingssystem is as follows: Green - Reserved for companies that have passed an intensivescreening process and/or are clearly on the cutting edge socially and/orenvironmentally Grey - Profile lists few if any negative social/environmental issuesYellow - Profile includes some negative issues that many consumers may haveconcerns about Red - Profile indicates serious problems and/or patterns of significantnegative behaviors
1 Detergent-- Hypo-allergenic-- Formulated without perfumes and dyes--Non-toxic-- Biodegradable-- No enzymes-- 100 fl. oz.Co-Op America companyrating: Red The retail price of this product is in the range of $4 - $10
1 Your estimated price
1
Do not include dollar ($) sign. Decimals are allowed.A
Consumer Market Research Survey
2 Mixed fruit juice-- 15 fl. oz.-- Premium mixed fruit juice-- Excellent source ofVitamin CCo-Op America company rating: Yellow The retail price of thisproduct is in the range of $1 - $5
1 Your estimated price
1
Do not include dollar ($) sign. Decimals are allowed.A
3 Household cleaner-- Safely cleans even tough, greasy dirt-- No rinsing required--For vinyl, ceramic and finished wood floors-- Lasts about 2-3 months undernormal useCo-Op America company rating: Grey The retail price of this productis in the range of $1 - $7
1 Your estimated price
1
Do not include dollar ($) sign. Decimals are allowed.A
Consumer Market Research Survey
4 How familiar are you with this type of product, especially about productdescriptions and pricing information? (Please choose one for each product type)
Extremely familiar
Somewhat familiar
Not at all familiar
Detergent 1
Fruit juice 2
Household cleaner 3
If 4.1 = Extremely familiar then skip ahead to 1.If 4.1 does not = Extremely familiar then skip ahead to 1.
Consumer Market Research Survey
Part Four (of Four)
Please provide the following information about yourself:
1 Please indicate your gender. (Select one)
Male
Female
Prefer not to say
2 Please indicate your age range. (Select one)
Less than 18A
18 - 22B
23 - 30C
31 - 40D
41 - 50E
51 - 64F
65 +G
3 Please indicate your ethinicity. (Select one)
African AmericanA
Asian/Pacific IslanderB
Caucasian/Non-HispanicC
HispanicD
E Other: Please Specify
Prefer Not to SayF
Consumer Market Research Survey
4 How many people currently reside in your household? (Select one)
1A
2B
3C
4D
5E
6F
More than 6G
5 What is your annual household income before taxes? (Select one)
Less than $10,000A
$10,001 - 20,000B
$20,001 - 30,000C
$30,001 - 50,000D
$50,001 - 70,000E
$70,001 - 90,000F
$90,001 - 120,000G
$120,001 - $180,000H
Above $180,000I
6 Please indicate your marital status. (Select one)
SingleA
MarriedB
DivorcedC
WidowedD
E Other (please specify)
Prefer Not to SayF
Consumer Market Research Survey
7 Please indicate your highest level of education: (check highest level completed)
Some high schoolA
Completed high schoolB
Some collegeC
Completed collegeD
Some graduate schoolE
Completed graduate schoolF
G Other: Please specify
8 What is your zip code?
9 Please indicate your political affiliation. (Select one)
DemocratA
RepublicanB
IndependentC
D Other: (Please specify)
10 (Optional) Please enter your email address. This information will only be usedto enter you into a drawing for a free gift certificate from Amazon.com and tocontact you if you are selected the winner.
Consumer Market Research Survey
This is the end of the survey. If you submitted your email address for our randomdrawing and are chosen the winner, we will contact you via the email address yousupplied by December 16, 2004.Thank you once again for your time!
Consumer Market Research Survey
